These 10 mistakes made by some small businesses will have the prospects and customers leaving in droves. Don’t be one of the small businesses making them.
Don’t Publish Your Prices
Have you ever driven past a second-hand car parked at the side of the road with a sign in the window that reads something like this?
FOR SALE
CALL 07XXX XXXXXX
FOR DETAILS
This leaves potential buyers baffled about the value of the car and in many cases it will put them off calling completely for fear making a fool of themselves if they cannot afford the asking price once they do call.
Regardless of the type of business you run, there is always a way to make your pricing transparent and to publish it. (If you disagree, leave a reply below explaining why and I’ll respond with a solution.)
Lie
Promise things you cannot deliver. Explain that your product can do things it cannot. You may not lose the initial sale with this tactic, but you sure as hell won’t get any referrals or repeat business.
Please – get a grip! Leave this kind of stupidity for the likes of Del Boy and Rodney. Be honest in business and build a good reputation steadily and sustainably.
Cheat
Tell your customer that you fitted new parts that you didn’t fit. Advertise something as new when it’s second-hand. Complete the job in 2 days, but charge for a week’s work.
As with lying, this is tantamount to stupidity, not to mention against the law. Integrity is the best way to build long-term business relationships.
Focus on Yourself / Your Business
Always start your advertisements by explaining that your business was established in 1972, that you are the biggest supplier in the town and by claiming your products are better than anyone else’s.
No one gives a damn about you, your business or your products – they want to know what’s in it for them – not you – THEM! Got it?
Ignore Quality
Pile ‘em High, Sell ‘em Cheap! Quality only adds to the price and gives the competition a chance to undercut you.
If you actually believe this you really need to give up running a business right now and get a job stacking baked beans in the local supermarket instead. Quality is one of the cornerstones of sustainability and long-term success in business. This is because it is a huge factor in gaining repeat business and referrals.
Forget Your Existing Customers
You got their money, so move on and focus on new prospects.
Your existing customers are the richest potential source of future sales and referrals you will ever have. Find ways to continue to engage them on a regular basis.
Make Assumptions
Use your ‘intuition’ to guess what it is that potential buyers are looking for and sell them whatever will make you the most money.
Have you ever met the car salesman that tries to sell the single guy a family car or the expectant mum a sports car? Never assume anything – ask, listen and learn.
Talk, Don’t Listen
Tell every showroom visitor all about your wonderful new product and how it can change their life overnight.
Many years ago a sales trainer taught me something very valuable in business… “You have two ears and one mouth, use them in those proportions.” Listen to your customers and prospects – REALLY listen. You might just learn something - perhaps even sell something too.
Offer More Than One Thing at a Time
Make sure your ads in the local paper always say things like “All types of work undertaken” and “For all your XYZ needs”.
No one wants to buy from a Jack of all Trades and no one wants to buy everything at once. Also, no one is looking for a general solution to a whole range of problems – everyone is looking for solutions to specific issues. Think about that.
Don’t Follow Up Leads
Ignore sales leads when the potential customer appears to be too old, too far away, too poor, too stupid, too young, or too anything else.
It never ceases to amaze me how many small businesses spend good money on marketing only to squander the leads it provides by not following them up properly for frankly ridiculous reasons. ALWAYS follow up ALL leads WITHOUT EXCEPTION and without making assumptions.
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